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An idea can sound exciting in a meeting and still leave a producer wondering what to make. Before you commit the hours, work through these five questions.
Name the person and the situation. A first-time customer comparing options needs different information from someone who already knows your product. A clear audience helps you choose what to explain and what you can leave out.
Finish this sentence: someone would watch because they want to understand, see or discover ____. Make the answer specific. If the value only becomes clear after a long explanation, revisit the angle.
Identify the product, person, process or evidence that supports the idea. If a script claims a difference, decide how the video will demonstrate or substantiate it. Let the available material inform the brief.
The video might introduce the business, explain a product, answer an objection or give an interested viewer a next step. Choose a primary job so you can decide what belongs in the video and what outcome to review.
Consider the access, footage, people and time the idea requires. An achievable concept gives the team a fair chance to execute and learn. If the idea depends on material you cannot get, adjust the scope before scheduling the shoot.
Write down the audience, the question, the opening, the evidence and the next step. Then ask the person producing it to explain the idea back to you. Any uncertainty is useful to resolve while the work is still on the page.
These questions help you allocate effort. The audience response still needs to be tested.